THE Battle of Flowers has been part of Martyn Maguire’s life for as long as he can remember.
He first got involved as a child when he would help his parents pick flowers for St Clement’s float.
“I’ve been involved with Battle since I was knee high to a grasshopper,” he said.
After taking a break from participating during his teenage years and early adulthood, he returned when his daughter got involved as a dancer. That led him to join a float-building team, and, since the late 1990s, he has been an important part of Grouville’s group, where he has taken on the role of chief builder and held various committee positions.
While Battle has always been important to Mr Maguire’s life, his professional career followed a different path. He trained as a carpenter and joiner, then worked as a kitchen fitter before joining the Jersey Fire and Rescue Service in 1990. Over 32 years, he worked his way up to the “dizzying heights” of group commander.
After leaving the fire service in 2018, Mr Maguire set up a fire consultancy company, which he ran until it was acquired in a management buyout last November and he set out to enjoy his retirement.
With more time on his hands, he might have chosen a quieter life – but, instead, the retired firefighter found himself taking on a huge challenge – saving the Battle of Flowers.
“It’s in my blood,” he said. “And I just couldn’t see it fail.”
Battle on the brink
The Battle of Flowers has struggled with financial difficulties for several years, but the situation came to a head in 2024.
After months of speculation over Battle finances and allegations of owing huge debts to suppliers, it emerged last month that the revamped parade had racked up a £745,000 bill last year.
With more than £100,000 spent on security and marketing and £30,000 on bringing over Eurovision singer Sam Ryder, the event incurred a loss, despite receiving its biggest injection of taxpayer cash for the past five years. Organisers also spent £160,000 on arena seating – a particularly controversial decision, as attendees were not allowed to bring their own chairs.
The association also invested in a new event, the Little Gig concert in the Lower Park, which cost over £150,000 but failed to generate the revenue expected.
While these investments were meant to modernise the Battle of Flowers and appeal to a broader audience, Battle’s new chairman argues they ultimately contributed to the collapse of the event in its usual form by creating “insurmountable” debts and governance issues.
When it became clear that the 2025 parade could not go ahead as planned, Mr Maguire and a group of long-time Battle supporters stepped in.
“We realised the issues were insurmountable,” he said. “The debt and lack of planning meant that a proper Battle just couldn’t happen this year.”
Rather than let the Battle of Flowers disappear, the veteran float builder and a group of experienced exhibitors formed a new board and company to take the event forward – with positions including vice-chair, events director, exhibits director, company secretary and finance director already filled.
“If you were to ask me, ‘would I have wanted to become chairman of the Battle of Flowers last year?’, the answer would be no,” he admitted.
“But I’ve been involved in Battle for so long. I just couldn’t see it fail,” he said. “Islanders have been really supportive, as has the government, and, with that in mind, we wanted to try and do something.”
He explained the setbacks of the past year had, if anything, strengthened the community’s resolve.
“When we first said Battle wasn’t happening, people were shocked,” Mr Maguire said. “That’s when everyone came together and said, ‘No, we have to make this work.’”
Back to basics
The team quickly devised a plan for a smaller-scale 2025 event instead of traditional celebrations, as a stepping stone towards a full revival next year.
“A smaller but still good Battle will go ahead this summer, and it will be free for the public,” Mr Maguire explained.
The revised plan includes a junior float procession through town on Friday, a static display near the People’s Park and a night parade on Saturday. While the number of floats will be reduced to between 14 and 17 – compared to the 20 or more seen in previous years – the new chairman insists they will still be “spectacular”.
Floats will be limited to 30ft, smaller than the usual 45ft to 50ft, to accommodate a new route through town.
“They will still be good floats, just not the big floats that we’re used to putting in, simply because the route through town just wouldn’t support larger floats,” Mr Maguire explained.
He added that the revised approach prioritised community involvement, cost-effective planning and a gradual rebuilding of the event. By focusing on the core traditions of the Battle of Flowers – floats, floral displays and local entertainers – organisers hope to restore public confidence and secure the event’s long-term future.
“We’ll have some small events, some bands, and some other things between the floats,” Mr Maguire said. “Maybe a couple of jugglers or something like that.
“This year is about keeping Battle alive. Next year, we come back even stronger.”
Controlling costs
Mr Maguire insists that a priority for the new board is financial responsibility, with the breakaway group taking a more conservative approach to ensure the event’s sustainability.
“We don’t know where we are with the creditors,” he said. “The board of Jersey Battle Events is in discussions with the government about how that’s going to be settled.”
Instead, the new organisation has been set up as a separate company for a “fresh start” – and is currently awaiting official approval from the Charities Commission and the Jersey Financial Services Commission.
“To avoid taking on unnecessary risk, we will only spend what we have,” Mr Maguire said. “And we’ll keep a tight rein on that with our finance director and their deputy.”
Although government funding of £220,000 remains available, sponsorship will also play a key role in funding the event.
“We’re going to put on a Battle this year that’s free of charge, and we’re hoping that sponsors will like that and will come along to us,” he said.
While the focus is on delivering a successful event in 2025 – with ongoing discussions with the government, parish officials and the honorary police – planning for 2026 is already under way too.
“All of us who have been involved for a long time want Battle to continue, so we’re looking ahead to 2026 and talking to the government about how we can move forward,” the retired firefighter said.
Looking further ahead, the newly formed Battle 2026 Strategy Group is already meeting to plan a full-scale return. The aim is to build a stronger, more sustainable event while keeping its traditions alive. For those who want to play a role in shaping the future of the Battle, a meeting is due to take place on Tuesday at Grouville Parish Hall.
“If you care about Battle and want to be part of the 2026 strategy group, come along,” Mr Maguire said.
Messages of support
Addressing critics who suggest the Battle has lost its relevance, Mr Maguire argues the event still has strong public backing, both within the Island and beyond.
“Battle has been around since 1902, and it’s only been cancelled three times due to the world wars and pandemic,” he said. “It’s a huge part of Jersey’s heritage, and people still love it. You ask anyone on the street, they’ll know what the Battle of Flowers is.”
He continued: “We’ve had messages from holidaymakers and volunteers who come to Jersey from abroad to help build the floats. They were devastated when they thought it wouldn’t go ahead and are thrilled that something is happening.”
The new chairman said that with community support and careful planning, the event would rise again, stronger than ever.
But, he added, funding remained a challenge. Organisers are actively looking for sponsors, and the new chair wants businesses and individuals to come forward.
“We’re hoping that sponsors will see the value in what we’re doing,” he said.
“Putting on an event like this costs money – safety, seating, security, first aid – it all adds up. If we can get the right support, we can ensure a free event for years to come.”
The team is also contacting local bands, performers and entertainers to take part in the parade’s entertainment programme.
“We’re trying to use as much local talent as possible,” Mr Maguire said. “If there are groups or individuals who want to be involved, we’d love to hear from them.”
Businesses and individuals interested in supporting the event have been encouraged to email the new group at bofexhibitors25@gmail.com
History of the Battle of Flowers
The Battle of Flowers was launched in 1902 to celebrate the Coronation of King Edward VII and Queen Alexandra but quickly became an annual tradition.
The event has only been cancelled three times in its history: the First World War, Second World War and during the Covid-19 pandemic, while this year’s traditional parade was cancelled due to financial troubles.
